Download Strategic Planning in Public Relations (Thorogood by Kieran Knights PDF

By Kieran Knights

ISBN-10: 1423717902

ISBN-13: 9781423717904

ISBN-10: 1854182250

ISBN-13: 9781854182258

Strategic making plans is a clean method of PR. An technique that's fact-based and medical, truly featuring the arguments for a crusade notion sponsored with evidence.This crucial file presents an creation to the 'new' subject of strategic making plans in public kinfolk. the purpose is to supply you with invaluable assistance and methods to enhance your PR and crusade making plans.

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Extra info for Strategic Planning in Public Relations (Thorogood Professional Insights series)

Sample text

OBJECTIVES Communicate a role for sugar as part of a healthy, balanced and tasty diet in order to encourage target consumers not to further reduce consumption and purchase. KEY MESSAGE • Sugar is natural • Sugar is not as fattening as you might think • Sugar can be beneficial as part of a healthy, balanced diet • Sugar makes food and drink tasty and more enjoyable. • Various scientific studies demonstrating the benefits of moderate sugar consumption • Traditional, common-sense attitude that ‘a little of what you fancy does you good’.

However,if everyone viewed measurement and evaluation as a beneficial planning tool that can be used to produce better campaigns – in other words, something entirely positive – perhaps they might feel more inclined to invest in it. Certainly some tools – perhaps the most attractive tools – are relatively pricey but, at the other end of the scale, there are do-it-yourself measures that don’t cost a penny. Selecting evaluation tools Broadly speaking, PR evaluation can be divided into two categories, ‘output measures’where you assess what your campaign has produced – usually that means the press coverage – and ‘outcome measures’where you look at what the campaign actually achieved.

Audiences are also divided into age,gender and demographic profile. Happily, RAJAR is prepared to let PR agencies subscribe or, indeed, anyone else who’s prepared to pay the annual charge,and,even then, they give away a limited amount of information free on their website. In addition to these tools,Target Group Index (TGI),which we looked at in Chapter 2, can be extremely helpful with media targeting. Environment Having produced a list of the top media for delivering to your target audience, you then need to decide which titles provide the best or most appropriate environment for your message.

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